Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Writing Instruments in the Netherlands

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Executive Summary

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PROSPECTS

Digitalisation hampers growth but markers continues to increase

The digitalisation trend led to declining current value demand in many categories within writing instruments in the Netherlands in 2019. With most consumers turning to smartphones and tablets for communication, they have less use for use pens, pencils and other writing instruments.

Environmental concerns prompt launch of sustainable products

In 2019, Dutch consumers continued to show growing concern over the environmental impact of the products they used. In response, writing instruments manufacturers are looking to introduce more products that incorporate plant-based materials and sustainable materials.

Luxury pens promoted as collectors’ items to boost sales

In the luxury segment, manufacturers and retailers are promoting pens as collectors’ items, aiming to attract the attention of younger consumers and tourists visiting the Netherlands. Manufacturers are fuelling consumers’ curiosity through the release of more frequent special editions.

COMPETITIVE LANDSCAPE

Lamy from Germany is one of the most dynamic brands within writing instruments in the Netherlands, and one of the best supported by marketing. It continued to see a strong increase in its value share in writing instruments in 2018.

Montblanc continues to launch limited editions and support retailers

Luxury brand Montblanc is one of the most active players in terms of the advertising and promotion of luxury writing instruments, focusing on the release of new products, special editions and celebrity endorsements. The brand continues to run promotional campaigns featuring its global brand ambassador, Australian actor Hugh Jackman.

Bruynzeel active in new product development in colouring

The Dutch brand Bruynzeel is a reference in colouring products in the Netherlands. The company offers improved products that pay attention to sustainable practices, including the use of sustainable wood for pencils, and less aggressive and recyclable inks.

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